NO. 013
Via Pinterest Source Unknown
Lucky no. 13
Like Taylor Swift, 13 is my lucky number — or actually, 1310 is (in case you haven’t noticed). I see it everywhere, always. From the microwave to screenshots my boyfriend sends me whenever he catches it. Very romantic, if you ask me.
I was also born at 13:11, which is 1:11 in American time. Coincidence? Probably. Am I choosing to believe otherwise? Obviously.
What’s your lucky number?
THE ONE TO WATCH
HEAVEN MAYHEM
I’m always interested in how people and companies move culture. What’s the secret sauce behind creating momentum? Heaven Mayhem has definitely figured something out in jewelry and eyewear. So, how did they do it?
Via Instagram @heavenmayhem_
Heaven Mayhem made us
care about jewelry again.
THE BACKSTORY
$900, a bedroom floor & no business plan
Pia Mance started Heaven Mayhem in 2022, sourcing vintage pieces and hand-making necklaces on her bedroom floor. The first necklaces took off, she reinvested the money, and eventually turned that initial $900 into a business generating over $10M in revenue. (their story)
From viral earrings to “Head to Toe in Heaven”
The vintage-inspired Knot earrings became one of the brand’s viral signatures, but Heaven Mayhem didn't stop at jewelry. Watches, eyewear, fine jewelry and lifestyle accessories followed, with the bigger ambition of becoming the place you go to accessorise your whole life.
Why their POV matters
Your product can be copied. Your taste can’t. Imagine Pia sitting on her bedroom floor making jewelry, with no idea that a few years later, her designs will be worn everywhere, copied, referenced and become part of a whole cultural shift in how we accessorise. One person’s taste can literally become everyone else’s trend. So yes, maybe trusting your own eye is a bigger deal than we think.
Via Instagram @heavenmayhem_
What if your taste is worth taking more seriously?
We spend so much time looking outside ourselves for confirmation. Is this a good idea? Will people like it? Is this what everyone else is doing? But someone has to be first. Every aesthetic, brand, trend or cultural shift we now take for granted started with someone seeing something differently and trusting themselves enough to act on it. Maybe your taste isn’t something you need to justify. Maybe it’s something you need to follow.
NOTES TO SELF
They Posted Their Way To $10M
Editorial Magazine > Sales E-mails
HM might make some of the best brand emails out there. Basically a magazine that happens to have a checkout button. Very dangerous for the wallet. The emails
The $900 Empire
$900. A bedroom floor. No perfect plan. Sometimes “I need more money first” is just fear dressed up as practicality. Start anyway.
Via Instagram @heavenmayhem_
TO FOLLOW
PIA MANCE
Pia is the definition of chic. I could watch her TikToks all day — day-in-the-life in LA, behind the scenes of running Heaven Mayhem, all of it. She has a way of making minimalism feel anything but boring.
SELECTED
IT’S GIVING NANCY MEYERS
Nothing good to watch lately? Same. These are my current cozy go-tos — technically podcasts, but basically shows. Good food, good conversations, very Nancy Meyers.
ON MY MIND
TOO HARD IS AN ICK
Maybe we’re a bit too entitled to our expectations.
The job. The followers. The big thing that’s supposed to happen next. You decide what you should get back. And by when. Cute. Except life does not care about our precious timelines.
Rick Rubin talks about playing to play, not playing to win.
I like that.
Do whatever you’re into. Get SO good at it. Change your mind if you want. & don’t settle for something you don’t really want because it arrived first.
And somewhere in there, you’ll probably get some of the things you wanted so badly anyway. Probably late. Probably once you’ve found something else to obsess over. Very on brand for life.
(And to me, whoever’s having the most fun is the ultimate winner.)
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
tbd
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.